By 2023, Google Analytics 4 Will Replace Universal Analytics
The corporation announced that in 2023, UA will become a thing of the past, and GA 4 will replace it. Starting from July 1, 2023, UA will no longer process requests, and the UA 360 service will cease its work on October 1, 2023. Furthermore, resources will store already processed information for six months.
“UA was created for an era of online measurements tied to desktop devices, independent sessions, and accessible cookie data. This methodology is rapidly losing relevance,” said one of the company’s directors.
GA 4 has the capability to operate on various platforms, does not base its statistical data on cookie files, and applies an event-driven data model for its measurements. Moreover, the new GA version will not even collect and store users’ IP addresses.
Interaction between Search Ads 360 and Google Analytics 4
Google has developed a system for interaction between Search Ads 360 and GA 4. As a result, GA users can receive information on sessions and conversions from the perspective of the source, campaign, and channel by default. Additionally, it will be possible to view attribution information across various channels in the “Conversion Paths” and “Model Comparison” reports.
The Google Analytics 4 concept was introduced by the company back in October 2020, and since then, a complex analytical system functionality has been developed.
